Joan Shepp debuts digital magazine showcasing fall fashion

Photos from the Joan Shepp’s digital magazine. Model Ade Jaiye. Styled by Ellen Shepp and Dominick Amelotti. Photo by Jenn Lam

I’m not ready to even entertain the idea of summer ending yet.

Still, fall fashion is in the still-warm air. And Philadelphia’s most formidable women’s specialty store, Joan Shepp, recently debuted an online-only fashion magazine.

See Joan Shepp’s digital magazine in its entirety here.

Camera icon Jenn Lam
Cover of the Fall 2017 Joan Shepp digital magazine.

Think beach reading on the iPad.

“The idea is to brand our store and increase our online presence,” Joan Shepp said Monday morning. Shepp has an online presence that includes a busy Instagram account, but she’s hoping that by dropping her favorite looks in digital-mag form, she can get more shoppers into her store eager to learn the art of styling “the Shepp way.”

That’s proving to be quite the feat in our modern world of online shopping and TV binge-watching.

The labels are classic Shepp: MMS Maison Margiela, Balenciaga, Rick Owens, 3.1 Phillip Lim, Ann Demeulemeester. One of my favorites: a rainbow-striped midi dress à la Marni paired with a popping Balenciaga  tote. It’s all way out of my league, but whatever. Clicking through these pages is all about finding inspiration.

Camera icon Jenn Lam
Model Ade Jaiye models a Marni dress to the left and funky handbags are featured on the right.

The digital mag was a Joan Shepp in-house production. The nine looks and three accessories pages were styled by Shepp’s daughter and partner in fashion, Ellen Shepp, with the help of Dominick Amelotti. Shepp’s grandson, Jesse Weinstein, knocked out the graphic design. QVC regular (and Shepp fave) Ade Jaiye modeled the head-to-toe looks; the digital mag was photographed by Jenn Lam.

Shepp says she plans to produce two to three digital magazines during each fall and spring retail season. Customers get the mag through an email list or links on Facebook and Instagram; sign up to get the magazine delivered to your electronic mailbox here.